Research the sport industry to draw out existing marketing insights.

Apply the trend funnel framework to the sport industry using the below six 'zones' (see the recommended text for detailed trend funnel zone descriptions). In doing so, you will work through each zone to identify an opportunity for a sport-related product or service innovation.

• Zone 1: Trend Identity Outline the trend, including short word description of the key characteristics and 5-8 visual images to help identify the trend.
• Zone 2: Trend Drivers Identify all the drivers associated with the trend, with particular emphasis on how consumers engage with the identified trend.
• Zone 3: Target Consumers Identify who is likely to engage with the identified trend.
• Zone 4: Aspirational Touch Points Work through and identify the nature of products and services that are currently used by the target consumers.
• Zone 5: Trend Location Identify if the trend is happening on a local, national, or international scale, and how and where it is likely to impact consumers.
• Zone 6: Opportunities Articulate a new product or service opportunity in line with this trend.